No strangers to the spotlight, Kanye West and Kim Kardashian are used to paparazzi following their every move (and to the public consuming it). So, what would happen if they flipped the script and took control of the prying eye? Enter Yeezy Season 6.

Forgoing his traditional NYFW showing, Kanye presented his collection through a series of paparazzi-style photos. Outings to FedEx, the 7/11, McDonald’s, the gas station, etc., all featured a Yeezy-clad Kim K. Sixteen looks were captured over two days in Calabasas and then ‘leaked’ over Kim’s Twitter along with the hashtag #YEEZY. Directly after the reveal, Season 6 became available for pre-order online. The rag mag marketing genius didn’t stop there though; screenshots of the images were also postered around Miami Beach during Art Basel.

The staging of the shots and the outfit styling were eerily perfect for tabloid journalism, (something we can credit in part to former editor-in-chief of Vogue Paris, Carine Roitfeld). But the clothing itself made sense in the context of the off-duty celebrity. The pared-down, muted, monotone looks that ‘Ye serves up may not be the most ground-breaking but the design aesthetic works with you. The basics included: bras, tanks, hoodies, leggings, sweatpants, bike shorts, tube skirts, knit dresses, canvas jackets, sock booties and minimalist heels offered in shades of white, blue, brown and grey.

Regardless of if you’re a fan of Yeezy or not, this is a pretty innovative idea. Spinning the story in this way puts Kimye in control while still feeding our obsession with celebrity culture, style culture and their intersection. Boosting the collection of functional pieces is their staging IRL daily activities. Now, you too can place yourself in the Yeezy 500 Desert Rat.